Rathbone Square, London W1

A luxurious elegant apartment situated in Fitzrovia and set within a prestigious new development in London’s West End. The brief was to create a comfortable home for International Clients when visiting the city. Somewhere that reflected their love of art, design and colour, and where they could relax and entertain family and friends.

Design Approach

What was the intention behind the design of this London apartment?

The apartment was conceived as a refined London base for an international couple – a place that felt comfortable, expressive, and quietly glamorous. The intention was to create a home that could support both relaxation and entertaining, while reflecting the clients’ love of art, culture, and city life.

Rather than feeling transient or purely functional, the space was designed to feel layered and personal – a composed retreat within the energy of central London.

How did the context of a new-build influence the design approach?

Set within a prestigious new development, the apartment began as a neutral, architectural shell. The challenge was to introduce warmth, character, and identity without overwhelming the clean lines of the space.This was achieved through confident use of colour, sculptural furniture, and carefully curated artwork, allowing the interior to feel expressive and considered while remaining elegant and balanced.

What defines the atmosphere of the finished home?

The final scheme balances boldness with restraint. Mid-century influences, tactile materials, and layered textiles bring richness and personality, while careful editing ensures the apartment remains calm and cohesive.The result is a vibrant yet refined interior – a London home that feels both cultured and inviting, designed to be lived in, shared, and enjoyed.